Maintaining brand relevancy: Here's what the numbers say

"When it comes to finding and maintaining brand relevancy, advertisers walk a fine line. Playing it safe by sticking to the status quo may help instill consumer trust, but it may not get people talking. On the other hand, being active on social media can both help and hurt a brand. Perceptions can change very quickly based on what consumers see on social platforms, with a particularly strong effect on younger consumers."

"The Harris Poll company QuestBrand's A Brand Leader's Playbook report evaluates data from The Harris Poll and internal data to evaluate what the company calls Brand Momentum, and how it correlates to key performance indicators. Data is collected daily from a pool of consumers intended to reflect the U.S. population. Momentum is measured by changes in consumer beliefs about the trajectory of a brand in relation to its competitors."

"Two similar brands with a similar strategy may have two very different outcomes, especially if one has been able to foster more trust with consumers. Brands are a lot like people nowadays. They all have personalities, we talk about them and there's a variety of different factors that make brands appealing to different generations and different cohorts. There's different things they do to stay relevant and there's different tactics that they take, said Justin Pincus, managing director, QuestBrand."

Advertisers balance maintaining consumer trust with pursuing cultural relevance; cautious approaches preserve trust but rarely generate conversation, while social media activity can rapidly alter perceptions, especially among younger consumers. Data collected daily from a U.S.-representative consumer pool measures Brand Momentum as changes in beliefs about a brand's trajectory relative to competitors; scores above about 20% indicate perceived rising brands. Brands that cultivate consumer trust can better withstand controversy and achieve momentum. Viral influencer partnerships and platform virality can drive momentum for some fast-fashion entrants, while similar strategies can yield different outcomes depending on existing trust and brand personality.

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